How can you give effective feedback to sales candidates who did not get the job?

1 Why feedback matters

Feedback is an essential part of any learning process, and sales is no exception. Sales candidates who receive feedback can use it to identify their strengths and weaknesses, improve their skills, and prepare for future opportunities. Feedback also shows that you care about their development and respect their time and effort. Moreover, feedback can help you create a positive impression of your company and foster long-term relationships with potential talent. Candidates who receive feedback are more likely to recommend your company to others, apply again in the future, or refer qualified candidates to you.

2 What to include in feedback

Feedback should be specific, relevant, and actionable. Concrete examples should be provided to demonstrate what the candidate did well and what they could improve on, rather than just making vague or generic statements. The feedback should focus on the criteria that were important for the role and the stage of the hiring process, rather than personal opinions or preferences. Furthermore, suggestions should be made on how the candidate can work on their areas of improvement, such as resources, courses, or practices. For instance, one could say: "You demonstrated excellent rapport-building skills and asked relevant questions to uncover the customer's needs. However, you did not present a clear value proposition or handle objections effectively. To enhance your sales pitch, you could use the SPIN model and practice with different scenarios and objections." Additionally, one might say: "You showed a strong understanding of our product and market, and delivered a compelling presentation. Nevertheless, you did not follow up with the hiring manager after the interview, which showed a lack of interest and initiative. To improve your communication skills, you could use the STAR method and send a thank-you note within 24 hours of the interview."

3 How to deliver feedback

Feedback should be timely, respectful, and balanced. To ensure timeliness, provide feedback as soon as possible after the rejection, preferably within a week. Respectful feedback requires a polite and empathetic tone, and avoiding harsh or negative words. You should also recognize the candidate's strengths and thank them for their interest and participation. Balanced feedback involves highlighting both the positive and the negative aspects of the candidate's performance, and providing a clear rationale for your decision. For example, you could say: "Thank you for applying for the sales manager position at ABC Inc. We appreciate your enthusiasm and experience in the field. Unfortunately, we have decided not to move forward with your application, as we were looking for someone with more leadership and coaching skills. We enjoyed meeting you and learning about your achievements, but we felt that you did not demonstrate enough examples of how you managed and motivated a sales team. We encourage you to continue developing your leadership skills and apply for similar roles in the future." Additionally, when discussing a sales associate role at XYZ Ltd., you could say: "We appreciate your interest in the sales associate role at XYZ Ltd. You have a great personality and a passion for sales. However, we have decided to pursue other candidates who have more relevant qualifications and experience. We were impressed by your willingness to learn and your creativity, but we felt that you lacked some of the technical and product knowledge that are essential for this role. We suggest that you take some online courses or workshops to enhance your skills and knowledge, and apply for other sales opportunities that match your profile."

4 How to handle feedback requests

Sometimes, candidates may ask for feedback after being rejected, either by email, phone, or social media. You should respond to these requests promptly and professionally, and follow the same guidelines as above. However, you should also be careful not to disclose any confidential or sensitive information, such as the names or details of other candidates, the salary range, or the hiring timeline. You should also avoid getting into arguments or debates with the candidate, and respect their right to receive feedback. If the candidate is unhappy or dissatisfied with your feedback, you can apologize for any misunderstanding and restate your decision politely and firmly.

5 How to measure feedback effectiveness

Feedback is not only beneficial for the candidates, but also for you as a recruiter. By giving feedback, you can improve your sales recruitment process, identify any gaps or biases, and enhance your reputation and credibility. To measure the effectiveness of your feedback, you can use different methods, such as surveys, reviews, or referrals. You can ask the candidates to rate your feedback on a scale of 1 to 5, or to provide comments or suggestions. You can also monitor the online reviews or ratings of your company on platforms like Glassdoor or Indeed, and see how the candidates perceive your feedback. Additionally, you can track the number of referrals or repeat applications that you receive from the candidates who received feedback, and see how it impacts your talent pool and pipeline.